B2B SaaS website redesign focused on product storytelling, clearer navigation, and conversion-led pages.
Industry
B2B SaaS · Martech
Role
UI/UX Designer · Web Designer
Scope of work
Web UX · Product Storytelling · UI Design
Platform
Responsive Web
Timeline
4 months
Challenge
The product was powerful, but the website had to make its value easier to understand
Insider’s platform brings together personalization, customer engagement, analytics, and growth tools across many use cases. The challenge was to turn a broad B2B SaaS offering into a clearer website experience that helped marketers, growth teams, and enterprise decision-makers understand the platform faster.
Goal
Create a clearer path from product complexity to business value.
The goal was to restructure the website around stronger messaging, clearer navigation, and value-led page sections so visitors could quickly understand what Insider offers, who it is for, and how different capabilities connect to business outcomes.
Solution
A value-led website structure for a global SaaS platform.
I redesigned the website experience around clearer hierarchy, focused product communication, and reusable page patterns for different audiences and use cases. The new structure helps explain Insider's platform, solutions, and business value with a cleaner visual system and more guided content flow.
Note: Insider has since rebranded to Insider One and relaunched its website (Dec 2025). The screens shown here reflect the design as originally delivered in 2019.
